Gail Chiasson, North American Editor
New York-based TouchTunes, believed to be the largest in-venue interactive entertainment network in North America, has launched Attract Media, a new digital out-of-home activation platform for advertisers and publishers to connect with millennial consumers in over 60,000 social venues nationwide.
The announcement is the next step in the company’s evolution to create an unprecedented level of interaction between brands and consumers.
Attract Media’s cross screen platform serves to both amplify messaging and activate consumers via:
- TVs: Video and display advertising, publisher content, and real-time social feeds;
- Mobile Proximity: targeted, hyper-local push messaging;
- Digital Jukeboxes: dynamic full-screen video and custom, interactive display experiences.
“The digital out-of-home category is a fast-growing market as it provides advertisers with highly compelling, interactive formats to engage consumers,” says Jim Wilson, TouchTunes COO. “With Attract Media, we are transforming the way marketers can leverage digital screens in-venue as an activation platform by integrating mobile, social, proximity, and other technologies.”
“Attract Media’s ecosystem showcases an opportunity for brands to leverage businesses with beacon-enabled technology to deliver relevant engagements to interested consumers at the right time,” says Kevin Hunter, COO of Gimbal, the leader in location and proximity-based mobile engagement and Attract Media’s proximity partner.
Attract Media also recently partnered with Universal Pictures to promote the film ‘Fifty Shades of Grey’. Using Attract Media’s screens, consumers across the country could view the film’s trailer, swipe through an interactive photo gallery, and play music from the soundtrack in-venue. Other advertisers have included AT&T, Coors Light, and Jack Daniel’s Tennessee Honey.
“We’re proud to open up our platform’s massive footprint not only to digital advertisers, but also to publishers eager to drive incremental utility, engagement and revenue streams.” says Mike Coppola, vice-president of media and advertising, Attract Media. “To date we have engaged with top tier publishers like Thrillist Media Group, Foursquare and The Chive to connect their content to our network.”
Advertising demand for Attract Media’s capabilities continues to grow, spearheaded by WPP’s Kinetic, who accesses Attract Media’s inventory directly, as well as programmatically through its exchange.
“Attract Media’s TV initiative is what the market is looking for – video alongside compelling content in a millennial-rich environment,” says Mike Gamaroff, head of innovation at Kinetic Worldwide. “We’re excited to continue our partnership with them and engage more interactively with a growing audience.”
Two weeks ago, Searchlight Capital Partners L.P. announced that funds managed by Searchlight have entered into a definitive agreement to acquire a controlling interest in TouchTunes Interactive Networks.
TouchTunes is the largest in-venue interactive music and entertainment platform, featured in over 71,000 bars and restaurants across North America and Europe. TouchTunes’ platform provides location-based digital solutions that encourage social interactions through shared experiences. Music is at the core of TouchTunes’ experience with millions of songs played daily across the network and a mobile app that lets users find nearby jukebox locations, create playlists, and control the music in-venue directly from their phone. The mobile app is available on the iOS and Android platforms and has been downloaded over 3.5 million times. TouchTunes’ award-winning products and services also include an integrated photo booth, the first fully licensed commercial karaoke system and an interactive TV messaging and engagement solution. The network also serves as a highly scalable digital out-of-home activation platform that provides highly targeted advertising and promotional opportunities for consumer brands.
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